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Direct Response Marketing

Deal Extends Addressable TV to 60 Million

20 Mar, 2013 By: Doug McPherson

NEW ORLEANS – Addressable TV company Invidi has a new deal that will bring the number of TV homes with addressable capability to 60 million. Comcast, with its 22 million subscribers, is joining Invidi in the venture that will be delivered “in phases.”

Invidi Executive Vice President Michael Kubin didn’t offer any more specifics on a timetable but did say, “We’re at a tipping point” for advertisers who’ve been waiting for scale in addressable.

They’ve been waiting for a long time; industry white papers about addressable TV – where specific ads are sent to individual households – date back to the 1970s. One big hurdle has been the limited number of homes with access to platform-ready delivery systems. But now industry technology has made significant progress.

“We are well past the days of trials,” said George Shababb, president, Kantar Media Audience, which provides detailed viewing and segmentation reports about addressable homes based on set-top-box data. “It works.”

Yet few expect addressable ads to become the dominant commercial format any time soon, said Nick Troiano, president of VOD addressable service BlackArrow. “It’s in addition to linear TV not a replacement for it,” he said. “TV dollars are shifting to digital channels with ROI metrics. We’re doing that for TV.”

Models for doing business in the space also need refining, but as Shabaab said, “Linear TV had 60 years to get the business model right.” For addressable TV, he added, the model will “self-select itself out.”

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